Using LEGO Serious Play for random creative acts vs for real serious play?

It looks like a creativity project run by Ogilvy with LEGO bricks for Kantar Media has backfired. Last week Lucy Kellaway wrote in her FT blog post and her podcast about how the plague of compulsory creativity may be dying out and used this project as an example:

It is possible that ordinary workers are starting to chafe after two decades of compulsory creativity. Last week Kantar Media, owned by WPP, invited all its employees to gather in rooms on different continents and play with Lego to construct their own versions of an “extraordinary world”. Did they find pretending to be kids with colourful bricks unleashed a gale of creativity? Not all of them. One member of staff emailed me to tell me about the dismal day, writing in the subject line: “the most nonsensical thing that ever happened in my workplace”.